tldr; "One common approach we see is for bootstrapping teams that have a basic understanding of customer needs to start by offering a service. Once they get uptake on their service offers, they start to take advantage of existing solutions prospects are using to create a "system integration" or extension offering. For example, if your goal is to replace Excel where it's being used for a particular purpose, first offer an Excel template. This is more compatible with current practice, easier for prospects to trial, and easier to iterate on than a fully coded solution. Once they get uptake on the system integration offer, they can start to offer a product. "